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研究生: 曾紹鵬
Tseng, Shao-Peng
論文名稱: 所見未必所想-悖論與指向未來
To see is not to Believe-Paradox and Future trend
指導教授: 印永翔
Ying, Yung-Hsiang
學位類別: 碩士
Master
系所名稱: 管理研究所
Graduate Institute of Management
論文出版年: 2017
畢業學年度: 105
語文別: 中文
論文頁數: 32
中文關鍵詞: 品牌形象代言人願付價格眼動儀
英文關鍵詞: Brand image, Endorser, Wellness pay, Eye-tracker
DOI URL: https://doi.org/10.6345/NTNU202202512
論文種類: 學術論文
相關次數: 點閱:164下載:30
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  • 有鑒於許多的品牌在台灣市場的鍛羽而歸,無法好好的在台灣市場扎根,從新思考為何都有市場調查,但仍然無法掌握消費者。觀察在鄰近的亞洲國家能夠取得好成績的品牌,進入台灣後卻屢屢敗退,甚至退出台灣市場,發現精準的市場調查是關鍵因素。

    過往紙本問卷雖然能夠透過圖片加上文字來調查市場,但所得的結果仍不夠全面,許多的消費者在做這樣的問卷時常沒有好好的仔細看過圖片,或是圖片引不起消費者的興趣,這些都是紙本問卷無法探得。

    因此根據現在的科技發展,擬定一種全新的市場調查模式,在本研究中透過眼動儀的幫助,去了解消費者在思考願付價格的模式,希望能夠幫助品牌在擬定行銷策略時,能夠考慮的更加全面,制定出更能打動人心的行銷策略。

    本研究發現透過眼動儀能夠了解到消費者在為產品訂定願付價格時,常常會去注視產品的Logo或是代言人,以此來評斷這一件產品的願付價格,而這樣的結果跟本研究的紙本問卷是不相符的。

    A lot of brands tried to enter Taiwan’s market, but some of them could not get success. Most of them choose to give the Taiwan’s market up, this study collate data to find market surveys are accurate or not is very important thing.

    This study decides to use eye-tracker to adjust questionnaire, which is only through paper. The new way in this research is through eye- tracker to track experimenter’s eye. Because paper questionnaire could not detect what experimenters are thinking, or the questionnaire could not attract experimenter’s notice.

    The new way combines the paper questionnaire and monitor, through the eye-tracker can help us to understand what the customers are thinking, what they are notice. After the survey, rebuild the market strategy and help brand to catch customer’s eyes.

    目次 中文摘要 i 英文摘要 ii 目錄 iii 圖目錄 vi 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 5 第二章 文獻探討 6 第一節 品牌形象 6 第二節 代言人 8 第三節 眼動儀 9 第三章 研究方法 11 第一節 研究架構 11 第二節 研究流程 12 (ㄧ) 實驗流程 13 (二) 受測者 14 第四章 研究結果 14 第一節 群體分析 15 第二節 個體分析 21 第五章 結論 26 第一節 總結 26 第二節 未來建議 27 附件一 實驗問卷 28 文獻參考 29

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